May 29, 2025
Introducing Anemoic: From University Project to Watch Brand
Watch industry trade shows can be intoxicating if not disorienting as you meander down rows of branded tables, making snap judgments as to where you choose to spend your precious time. It’s possible to go through an entire day under the assumption that you had seen everything, tried it on for a wrist shot, and compiled your shortlist only to find out from an acquaintance that there was one model you missed, hiding in their camera roll. That is a fear that all of us in watch media live with. So, when I overheard the rumblings of a young watch designer hiding an interesting prototype in his pocket during the first session of public hours during British Watchmakers’ Day, I knew I had only a few hours to pull on that thread and seek it out myself. Finally, towards the closing hours of the show, I ran into Magnus Swann. Magnus Swann Like an introductory drug deal oozing with awkwardness, I slunk up to the tall figure to introduce myself, hoping he would supply the goods. With equal parts excitement and nervousness at sharing an early glimpse into his personal vision, Magnus produced a prototype, along with immediate excuses for its appearance, offering detailed points for his lofty goals. What began as a university project was finally starting to take shape. For the first time, it was being seen by a select few of the most scrutinizing watch enthusiasts. I sat there with Magnus’s creation in hand, and immediately signed up to follow his story. It is still the early days, ...